BURBANK - Just before an Avid-hosted event last night on the Warner Bros. lot, editors who gathered there were discussing the shortfalls of FCP X as well as the direction of Adobe and Avid. The buzz was palpable.
Inside the Steven J. Ross theater, Avid brought the troops together to emphasize its commitment to the professional market, hammering home that their focus is us: the editors. It was good to hear at a time when some industry people and businesses are feeling abandoned after the release of FCP X.
In the lobby, vendor tables were on display: AJA, Matrox, MOTU, Blackmagic, Blue Fish 444, and many other Avid technologies were being shown. Interestingly, no hints at any new Avid created hardware though.
With great hors d'oeuvre's and drinks, the excitement and buzz was thick in the atmosphere. I overheard many people asking what they are going to do in terms of software, I even cringed at overhearing someone mention Final Cut Pro X, what some are referring to as "iMovie Pro," as a "professional" solution - hopefully it was a joke. Avid cleverly sprinkled DVDs around the party for people to take: "Avid for Final Cut Pro Users." As we entered the theater, I noticed that it was full. Our industry is actively pursuing a leader during this weird time. A quick intro was followed by a panel between two editors discussing their careers and jumping between different nonlinear editing systems. They included Alan E. Bell (500 Days of Summer, Water for Elephants, The Amazing Spider-Man) and independent editor Jonathan Alberts. To the meat and potatoes of the night: We were first given a legal disclaimer saying that none of what was going to be shared is 100% going to be in a future release - but in today's market they better be. read more...